People are the benchmark

“The bathroom has long since ceased to be just a wet room,” explains design expert and curator of the ‘Pop up my Bathroom’ trend exhibition, Frank A. Reinhardt, at ISH. Together with the German Sanitary Industry Association (VDS), he conducted a fundamental study on trends and developments in the bathroom industry and presented the results at this year's ISH, the trade fair for sanitation, heating, and air conditioning in Frankfurt am Main. The central focus was on people as the center of bathroom planning. This means that design, technology, installation, and use primarily serve to make daily tasks as pleasant as possible for the user.

“People are the benchmark,” emphasizes Reinhardt. As a result, bathrooms are becoming increasingly comfortable: fabrics, books, ambient lighting, wooden floors, acoustic systems, and even sofas are finding their way into bathrooms. ‘Today, people want the same quality of living in their bathrooms as in their living rooms,’ emphasizes the expert. Wallpaper is also a huge topic. “Walls are becoming three-dimensional – at the same time, mosaic tiles are a countertrend here.” XXL tiles are also popular. “Everything is becoming seamless in order to break with traditional bathroom design,” explains Reinhardt. He is also seeing a trend toward luxury, for example in marble looks.

Some things remain the same, however: a Forsa survey has shown that white is still the color of choice for washbasins, reports the trend researcher. At the same time, he recalls that the trend for color in bathrooms exploded in 2019 – and is still going strong: “Color is finally coming in,” especially for furniture and fittings.

Things are also getting bright and colorful with a new collection from bathroom fittings manufacturer Hewi, which was created in collaboration with Barbie and presented at the ISH exhibition – staged by actors who reenacted everyday activities in this and other exemplary bathroom environments. The manufacturer offers towel rails, soap dispensers, toilet brush sets and even folding support rails in Barbie pink – a great example for Reinhardt, “because there's also a Barbie in a wheelchair.” This draws attention to the issue of accessibility.

In line with this, the industry also offers numerous solutions that focus on ergonomics, such as a washbasin that tilts toward the user or foldable and sliding bathtub attachments, as seen at the GEO Produkte GmbH stand. Another highlight from the Schwetzingen-based company is a shower screen with a sliding door and integrated shelf. Individuality is also a trend topic, as demonstrated by the multitude of design options and the wide selection of double washbasins. “Everyone has their own defined space here, which is becoming increasingly important,” says Reinhardt.

The material library of bathroom furniture specialist Burgbad, created in collaboration with Studio Besau-Marguerre, helps customers choose the right designs. The huge material exhibition that the supplier had set up at its stand immediately caught the eye. It was designed to draw attention to an online tool that helps bathroom planners and their customers choose materials and colors by suggesting suitable combinations in a coordinate system of color worlds. The classic choice is white throughout. “But color doesn't mean bright and colorful! Basically, every choice of material is also a choice of color: wood, metal, glass, composite materials, and stone all have their own color values,” explains designer Eva Marguerre from Studio Besau-Marguerre, adding: “Color conveys emotion.”

If you value individual design for your shower area, Schulte is the right place for you: the shower enclosure specialist offers entire decorative worlds for shower back panels and shower trays made of printed aluminum as an alternative to tiles – whether photo motifs, marble, stone, or wood look, the surface feels almost like the original material. “The advantage over tiles is that they are joint-free, require little space, are easier to manufacture and therefore affordable,” explains Managing Director Hermann-Josef Schulte. Another area that the manufacturer has made a priority is services. In addition to an installation service, its own logistics, express delivery and spare parts, Schulte now also offers complete shower renovation from a single source. With the acquisition of whirlpool supplier Ottofond last year, Schulte now also combines accessibility and wellness – under this brand, Schulte is launching a whirlpool bathtub with a door. “The bathroom of the future will be one thing above all else: accessible,” emphasizes the managing director.

Industry giant Kaldewei also addressed these issues and presented its Invisible Grip surface finish at the trade fair, which is designed to provide grip in the shower and prevent falls and is now available in beige and gray tones as well as matt black. The supplier also unveiled a bathtub with an integrated infrared unit at the trade fair. The synergy of heat and water is designed to create a soothing atmosphere and have a positive effect on muscles and bone structure.

The color scheme of the bathroom fittings at the Schütte Group stand was particularly striking: hand showers, toilet seats, and washbasin fittings were presented in the trendy colors sage, indigo, coral, and powder white. Gold tones were also on display, as were numerous black designs, which were a recurring theme at the trade fair. “Ten years ago, almost 100 percent of our products were chrome. Now, almost 50 percent of the fittings we sell are black,” says Rüdiger Wirz, managing director of the Schütte and Kirchhoff brands. The highlight of Schütte's trade fair presentation was the Aquastar Premium sparkling water fitting with filter and cooling function, which allows users to choose between light, medium, and strong sparkling water.

Smart control is one of the trends that specialist Vitra Bad has also identified and is responding to with sensor-controlled fittings and touchless flush plates. Wellness sanitary ware such as freestanding bathtubs, experience showers, and atmospheric lighting, for example in the New Gala series, are also very popular. According to Melanie Hellberg from the marketing department, this not only addresses the topic of ambient lighting in general, but also deliberately uses a soothing warm white light for added safety, especially at night, without unnecessarily activating the body. Vitra Bad is also picking up on the theme of color in the bathroom – with moss green cabinets, burgundy red storage modules, and earth-colored washbasins.

Storage systems for showers and bathrooms can also be designed in a wide range of colors. One example is the Schlüter-Shelf from Schlüter-Systems. Using the My Design by Schlüter-Systems program, wall shelves can be manufactured in 190 colors from the RAL palette – from golden yellow to emerald green to blue-gray. They are also available in different shapes, cut-outs, and materials such as brushed stainless steel or coated aluminum. Schlüter-Shelf is also ideal for DIY customers, emphasizes Doreen Köstler from the marketing department, as it is easy to install. It can also be retrofitted into the shower by inserting it into the existing joint.

Grohe has made easy installation its mission with its Quick-Fix line. The concept consists of Quick Tools, Quick Videos, and the Quick Guide: Every product with the “Quick-Fix Promise” comes with a tool that combines all the conventional tools needed for installation or maintenance. Installation is supported by simple instructions, tips, and step-by-step instructions in the form of moving images. Quick-Fix has been on the market for several years, but is constantly being optimized and expanded. For example, thermostats are supplied with an open-end wrench that is covered with a plastic protector to prevent damage to the surface of the fitting during installation. The manufacturer's concept covers kitchen, bathroom fittings, showers, and sanitary ware. Demand remains strong, emphasizes Philipp Lüders, Leader B2C Business Unit, Lixil Europe, at the trade fair stand. There is still a shortage of skilled workers, and many people are motivated to do things themselves.

Fischer, the fastening expert, had the right solutions for both DIY enthusiasts and professionals. Visitors were able to test the products live on site in craftsman challenges and at hands-on stations. The stand has grown to over 150 m² since last time. Press spokeswoman Katharina Siegel-Rieck emphasizes that the expansion is intended to send a signal that ISH remains an important trade fair for the company. For installations in technical building equipment (TBE), Fischer presented Duo Line anchors, such as the new Duo-HM, which is suitable for fastening in all common types and thicknesses of panel materials up to 30 mm and is also easy to install with a cordless screwdriver. The dowel (M4, M5, and M6) with a length of 55 mm covers all standard wall structures and can be used without installation tools or multiple handling of the screw. Thanks to its two-component technology, the Duo-HM meets high load requirements. Siegel-Rieck emphasizes that the Duo Seal is ideal for fastenings in bathrooms because it seals the drill hole completely so that no moisture can penetrate the wall and cause mold. The Waldachtal-based company has also been offering solutions for bathrooms from its “No tools required” range for some time now, which are particularly practical for DIY enthusiasts.

Wenko offers a similar range with its “fixing without drilling” products. On the second day of the trade fair, TV personality Detlef Steves, cross-media ambassador for the system, presented the products at the stand. These products use UV-Loc, a special adhesive that hardens completely in 60 seconds under ultraviolet light and can immediately withstand a tensile force of up to 90 kilograms. Strength in 60 seconds – this is unmatched on the market, explains Germany sales manager Harald Hensel, explaining why the UV concept is so popular with customers. “It solves a problem.” The new product Duro Unbreakable also aims to impress with its high load-bearing capacity. According to Wenko, this newly developed material combines the best properties of Duro and thermoplastic and can be recycled after its useful life. Hensel demonstrated this directly at the stand by hitting a toilet seat made of the new material with a hammer – without leaving a mark on the toilet lid. Managing Director Niklas Köllner was satisfied with the trade fair appearance. “This trade fair was excellent for us,” he said, looking at the well-attended stand.

Wolfgang Marzin, CEO of Messe Frankfurt, is also satisfied: “The atmosphere at ISH 2025 was great – the exhibition grounds were full and the discussions were intense. 72 percent international exhibitors and 163,157 visitors speak for themselves,” he said with conviction. Visitors clearly agreed. 94 percent of those surveyed said they were satisfied or very satisfied with their visit to the trade fair. 96 percent rated the exhibitors' offerings positively.

The date for the next ISH has already been set – it will take place from March 15 to 19, 2027.